85. The Law of Reciprocity

People have a deep subconscious need to reciprocate for anything that is done to or for them.

The Law of Reciprocity is one of the most powerful of all determinants of human behavior. This is because nobody likes to feel that he or she is obligated to someone else. When someone does something nice for us, we want to repay that person, to reciprocate. We want to be even. Because of this, we seek an opportunity to do something nice in return. This law is the basis of the law of contract, as well as the glue that holds most human relationships together.

This Law of Reciprocity is applied most actively in negotiating when the issue of concessions comes up. Ideally, every concession in a negotiation should be matched by ...

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